Rising Barrier of Social Media

Last Updated: January 18, 2020

Social Media Saturation & Differentiation

As we move further along the adoption curve, from early adopters to early majority and onward to late majority, the business of social media is shifting as well. If you are a marketer, chances are that you’ve already started moving from WHAT to HOW. From setting up social media profiles to connecting online activities with business objectives. A couple of years ago, it was almost enough to just set up a Facebook page and do very little in order to attract fans and followers. This is no longer the case.

Social Media Saturation

Vast majority of brands have created social profiles, pages and accounts in an attempt to capture the attention of consumers. As even more brands hop on the bandwagon a point of over-saturation is virtually inevitable. What used to be a clean, simple feed of your friends’ activities, photos and posts is now littered with sponsored stories, promoted tweets and ads. More invasive with every iteration.

It seems that we’ve stepped away from push marketing only for a few years until brands caught on and started bringing the ship around to good, old and familiar. Although the websites are snazzier, packaging is shinier and photos are better… we are coming back full circle. Pinterest launched in March of 2010 and already, it’s saturated with brands vying to capture links and repins.

The Great Equalizer

As more brands enter the social space, willingly or not, being first is no longer a competitive advantage. Funny enough, with this saturation there is also a levelling of the battlefield. Small brands are just as competitive as big ones in the social space. Each can easily utilize a Facebook wall, Twitter feed, YouTube or Pinterest account.

It becomes a question of compelling content, engagement with consumers and marketing innovation. I would argue that smaller businesses actually have an advantage, because there is less red tape, bureaucracy and committees to persuade. Move fast, young grasshopper!

Standing Out

So, with all things being equal… how DO you stand out? In 2009, Seth Godin released Purple Cow, a book I still reference as a must read in most classes and presentations. It  details the importance of being remarkable. Through your marketing materials, sales process, technical support… all aspects of your business. All coming together in order to create an extraordinary experience for the customer.

Online, visitors are less and less likely to click on that “Like” or “Follow” button and are getting much more selective about what they choose to expose themselves to. It is your job as a marketer to provide them with reasons to engage with your brand. It means pulling out all the stops and thinking about how to create that extraordinary and memorable experience, on your wall, feed, channel, website, phone and any other touchpoint.


In an effort to capture the hearts and minds of Canadians, Budweiser created an incredible experience for a group of recreational hockey players in Port Credit, Ontario. I strongly encourage you to watch the video below.

What can you do to create an extraordinary experience for your customers?


– Ernest // Follow me on Twitter

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